Women at the specific age of 44 all rush out to get cosmetic surgery, according to this article in the Daily Mail, which just happens to be a piece of PR for a cosmetic surgeon:

However, research by The Harley Medical Group found that these women want to look more attractive not younger so opt for subtle enhancements.

Note the smart and savvy ploy here of stressing that 44 is the age to get surgery, but that the surgery isn’t anything to do with being old – when, clearly, the fact that there’s an age component to when women supposedly start having surgery clearly implies that age is a factor. So what the hook hammers home, the text attempts to smooth over. Classic PR stuff.

According to the research, women in their 40s no longer want to imitate twentysomethings, preferring to have treatments that will make them look ‘like themselves on a good day’.

Which might well be the case, although they fail to point out that the surgery makes women look like themselves on a good day IN A WIND TUNNEL.

The Harley Medical Group Medical Director Simon Smith commented: ‘Women aren’t going to the extreme measures to change their appearance that we’ve seen in previous decades.

‘However by the time many women are in their mid-40s they may sometimes choose to make some changes in order to maintain a more youthful appearance.’

Exactly – it’s not about age, and it’s not about unrealistic pressure and expectation put on women to look a certain way by society and in part by cosmetic surgeons like The Harley Medical Group Medical Director Simon Smith, it’s just about making some changes. Changes, say, to look the way society and The Harley Medical Group Medical Director Simon Smith believe women should look, for example.